Let’s face it. The insurance industry is changing.

Insurtech startups are using technology to provide customers with more and cheaper insurance products, and also create human-centric customer experiences that help them attract and retain customers. In fact, according to CBInsights, insurtech startups have received more than $1B in the first half of 2016.

Don’t worry. There’s room in the insurance industry for both insurtech companies and independent agencies. But independent agencies need to keep up with their counterparts by using technology in new ways … or using it in the first place. Agencies that want to be part of the insurance industry’s future must cultivate a high-quality customer experience, an experience that marries technology with relationship building.

One crucial element to creating a stellar customer experience? Social media marketing.

We’ll equip you with social media marketing strategies that combine technology and the human connection, and help your independent insurance agency thrive for years to come.

Start with One Question

When you think of marketing, what do you think about? Cold calls and networking may come to mind, along with things that you know you probably should be doing, but don’t want to spend time working on, like posting to social media platforms.

While cold calls and social media strategies help drive your business forward, they’re mere vessels, mediums with which to capture the type of consumer whom you want to attract. Good marketing actually starts with something much simpler, according to Ryan Hanley, SVP of marketing at TrustedChoice.com and the managing editor of Agency Nation in a recent article Where to Start Marketing for Insurance Agents.

For independent insurance agents, marketing begins with asking yourself (and having your producers ask themselves) one question: Who do you want to do business with? Other iterations of this question include: Who are you talking to? Who is your ideal customer? Who are the people who can benefit most from your skills, expertise, and products?

Identify Your Customer

Without clarity on these questions, any marketing vessels that you try to use will fail. You need to identify the type of consumer you want to work with so that you can use marketing tools strategically and cash in on your efforts.

For example, let’s say you want to increase your referrals. You contact one of your customers and ask one of the following questions: “Can you give me the name and number of three people you know?” or “Do you know any other families who have multiple cars, houses, and/or boats? Those are the types of families I can help.”

Which question do you think will yield more referrals? That would be the second question, the one that describes your target market, the types of people whom you can help best.

“The hardest thing about marketing is knowing who you want to talk to,” said Hanley in his article. Once you do that, using marketing vessels, such as social media, flyers, and email campaigns will be much more effective for you.

Social Media Marketing Action Items:

  • Freewrite your answers to these questions: Who do you want to do business with? Describe your ideal consumer in detail. Why do you want to work with this consumer? What are their needs and goals? What’s important to them? How can you help them?
  • Distill your freewrite into a polished, 1-2 line answer, such as, “I provide term life insurance with a critical illness rider for individuals who wish to secure both death benefits and living benefits if they are diagnosed with a condition—when they need those benefits the most.” Having a distilled answer about who you want to work with will allow you to target the correct audience with your marketing efforts and cultivate a loyal customer base.

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Read more:

How Facebook Can Drive Your Agency Forward
LinkedIn: A Crucial Part of Your Success as an Independent Insurance Agent
How to Use Instagram to Humanize You As an Agent
Drawing Insurance Customers with Youtube